Spicejet branding presentation 06

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Launching Low Cost Airline in India

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Spicejet branding presentation 06

  1. 1. BRAND SPICEJET‘Very rarely will the right seed bear the wrong fruit.’
  2. 2. Brand Launch BRAND SPICEJET •Research Initiate •Brand Positioning ( Pre-Launch Planning) •Brand Name & Logo Design •Corporate Identity, & collateral design •Web layout ,design and content •Market Research Incubate •Brand Launch •Marketing Campaigns(Launch Plan & implementation) •Brand Campaigns •Media Planning & Buying •Campaign & Media Plan Evaluations Cultivate •Brand Tracking( Measure & Adjust Strategies) •Internal Communication Programs
  3. 3. Initiate BRAND SPICEJETSuccessful branding goes beyond the logo
  4. 4. Indian Aviation History BRAND SPICEJET The New winners will emerge Two private players left In the fray with IA & Alliance Air Phase-6 Consolidation Indian Airlines, Vayudoot Alliance Air rule the roost Phase-5 Second Stage Phase-4 of Liberalization Consolidation Phase-3 Air Deccan, SpiceJet First Stage Kingfisher ,GO & Paramount Phase-2 of Liberalization Launched. More players in pipeline Nationalization Phase-1 Birth/ Seven Private Players make foray into the aviation sectorEmbryonic Stage 1912-53 1953-90 1990-93 1993-2003 2003-06 2006-09
  5. 5. Travelers Matrix of India BRAND SPICEJET Average Fare BandAir Traveler in Rs 4,300 – Rs 20,400Business Class 5000 Existing Potential *8% Market Airline MarketAir Traveler by 45000 Rs 2,900 – Rs 18,200Economy Class *15%Super- Luxury Up-Grades Rs 1000 – Rs 5,550Travelers i.e 1 MillionA/C by rail *20%Luxury Travelers( Includes A/C 2.5 Million Rs 700 – Rs 1,450Travel by road *8%And rail Medium & Long 13 Million < Rs 700 Haul i.e > 4 *5% Hours across All modes Short haul < 4 17.5 Million Hours across *4% All modes of transport 34 Million / per day travelers across all modes of transportation* Growth RateSource: Pioneer Estimates 2005
  6. 6. Category Dynamics BRAND SPICEJET Large un-tapped market Buoyant middle class Household Train upgrades a huge market potential Network Income trends Enhanced connectivity of Growing aggregate per regions and smaller towns capita GDP.Government thrust DEMAND On Aviation DRIVERS Favorable Government policies Infrastructure Falling fares Improving Airport infrastructure. Needs to keep pace with growth in traffic CompetitionCompetition is putting downwardpressure on prices Greater Airline choice has spurred growth in recent years . Entry of three private players in 2005
  7. 7. Brand SpiceJet BRAND SPICEJET• Identify most important customer •Market Research and Segmentation•Identify and Invest aggressively at the touch points that has maximum impact on revenue growth and profitability • Market Research•Monitor Performance
  8. 8. Brand SpiceJet BRAND SPICEJETSpiceJet is a low cost, no-frills airline thattakes air travel to the vast numbers ofpotential air passengers all over India
  9. 9. Brand SpiceJet BRAND SPICEJETThe brand personality • Smart, energetic and vibrant. • Youthful, flexible, dynamic. • Warm and inviting to all. • Tech savvy, reliable, modern
  10. 10. Brand SpiceJet BRAND SPICEJETThe brand promise • Not just flying low cost. Flying smart. • Enduring emotional connect with joy and freedom. • Flying for everyone
  11. 11. SpiceJet - SWOT Analysis BRAND SPICEJET Strengths Opportunities• Positioned as smart low cost carrier • Changing Population Demographics operating on the mainline routes • Growing Tourist Traffic• Low Maintenance Cost – single fleet • Improving Infrastructure advantages • Growing Aviation Market Weakness Threats •Dependency on leased assets • RisingFuel Cost •Dependence on Internet Penetration • Current Infrastructure Facilities •Not integrated on GDS • Regulatory issues
  12. 12. Brand SpiceJet BRAND SPICEJETThe communication task • Create quick awareness for SpiceJet • Ensure high traffic to Website and Call centre • Develop aspirational brand personality • Get maximum bang for buck.
  13. 13. Potential Target Market BRAND SPICEJET% Indian Urban Population SEC A Businessmen, Professionals 10% DRIVERS (Graduate/Post Grad.) SEC B 137 Million Junior Exec., Supervisors, 48% of Urban Population THE CARRIERS Small businessmen 17% Or 13% of Total Population SEC C THE CLIMBERS 21% Aspiring for a better lifestyle SEC D The untapped potential THE ASPIRANTS 23% Semi- illiterate SEC E /Illiterate workers THE LAGGARDS 29%Indian Population as per 2001 census-: 1027 million ( 16.7% of world population)Urban Population-: 285 million ( 27.78 % of total Population) •Estimated 176.5 Million households in India of which 52 Million are urban.Source: IRS
  14. 14. Quantifying Targets BRAND SPICEJET SEC A,B &C Pan India 137 Million 48% of Pan India Urban Population Six City SEC A,B& C 24 Million 17.5% of Indian Urban Target Audience Campaign Reach SEC A, B&C In Six Cities 16 Million 65% of Target Audience Marketing Targets SEC A,B&C 6% MS (35,000/per Day In Six Cities 0.8 Million Domestic Air 5% conversion of Campaign Reach Travel)MS Figure projections for the period May- Dec‟05 ( DGCA Market Share estimate in Sep‟05 is 4.5% MS for SpiceJetFigure Projection Source : IRS
  15. 15. Target Audience BRAND SPICEJET Leisure BusinessCorporate Target Audience Couch Potatoes Students VFR Students Travelers
  16. 16. INTEGRATED MARKETING COMMUNICATION BRAND SPICEJET Call Centre Events/Contest/ Dailies Promotion PR Radio Target Group Magazines PromotionWeb Site In-flight Brand Identity Magazine Consistent . Distinctive Internet DM Communication Task Bill Boards Electronic Mailers SMS Promotions Mobile Vans Mailers/ Stickers Corporate tie-ups Hoardings: Petrol Pumps
  17. 17. THE INSPIRATION
  18. 18. The Colours of SuccessMany Successful mass brands are in red and white
  19. 19. Rationale for the logoSignature Derived from the digital world - the „jetstream‟ is suggestive of moving through space and high technology.Typography The use of lower case for the logotype makes the brand youthful and approachable. A clean, italics font connotes efficiency and dynamism.Colour Red and orange are warm colours: bold, energetic and attractive. Derived from the colour of red chilli and turmeric.
  20. 20. IncubateBRAND SPICEJET SPICEJET LAUNCH
  21. 21. AIRCRAFT
  22. 22. Website
  23. 23. LAUNCH AD
  24. 24. FLAG OFF AD
  25. 25. DESTINATION AD DESTINATION AD
  26. 26. NIGHT FLYINGANNOUNCEMENT AD
  27. 27. ID CARDSStep Ladder INDEPENDENCE DAY AD
  28. 28. ID CARDSStep Ladder Monsoon Ad. TACTICAL AD Summer Fare Ads
  29. 29. ID CARDSStep Ladder Red Hot Fare Ads Anniversary Ad. TACTICAL AD
  30. 30. ID CARDSStep Ladder PROMOTIONAL AD
  31. 31. MAGAZINE AD
  32. 32. MAGAZINE AD
  33. 33. ID CARDSStep Ladder Business Magazine Ad
  34. 34. MAGAZINE AD
  35. 35. MAGAZINE AD
  36. 36. ID CARDSStep Ladder TACTICAL AD RECRUITMENT AD
  37. 37. OUTDOOR ADVERTISING- MOBILE VAN
  38. 38. HOARDING
  39. 39. PETROL PUMP HOARDING
  40. 40. AIRPORT ARRIVAL TRANSLITE
  41. 41. AIRPORT TRANSLITE
  42. 42. MOVIE HALL HOARDINGS AND TRANSLITES
  43. 43. Billboards
  44. 44. billboards
  45. 45. billboards
  46. 46. ON-LINE BANNER
  47. 47. ON-LINE CONTEST
  48. 48. INDIAN RAILWAY WEBSITE
  49. 49. ON-LINE MAIL SHOTS
  50. 50. GLOW SIGN
  51. 51. GLOW SIGN
  52. 52. MAILERPROMOTIONAL MATERIAL- MAILER
  53. 53. FLYERPROMOTIONAL MATERIAL- FLYER
  54. 54. COLLATERALSCOLLATERALS- BAGGAGE TAGS
  55. 55. COLLATERALS- BOARDING PASS/ TAG
  56. 56. FLIGHT SCHEDULEFLIGHT SCHEDULE CHART
  57. 57. PROMO COUNTERPROMOTION COUNTERS
  58. 58. PROMO COUNTERPROMOTION COUNTERS
  59. 59. INFORMATION SIGNAGE
  60. 60. TICKET COUNTER
  61. 61. TICKET COUNTERTICKET COUNTER
  62. 62. CHECK-IN COUNTER
  63. 63. BUSESTRANSFER COACHES
  64. 64. STEP LADDERSTEP LADDER
  65. 65. INFLIGHT CREWINFLIGHT CREW
  66. 66. SAFETY CARDINFLIGHT SAFETY CARD
  67. 67. BAGGAGE TROLLEYBAGGAGE TROLLEY
  68. 68. PUBLIC RELATIONS
  69. 69. IN-FLIGHTMAGAZINE
  70. 70. Happy flying flying Happy NEWSLETTERNEWSLETTER
  71. 71. Cultivate BRAND SPICEJET Post- Launch Evaluation“Annual income twenty pounds, annual expenditure nineteen Pounds, result happiness.Annual income twenty pounds, annual expenditure twenty one pounds , result misery”.David Copperfield
  72. 72. Spends BRAND SPICEJET 2000000 1891822 1800000 1600000 1400000 1200000 1030666 SpiceJet 1000000 861156 AirDeccan 800000 649322 Kingfisher 600000 429322 413960 400000 173960 240000 220000 200000 0 Press Outdoor TotalActivity Period: Three Months ( 20/06-20/09)Source: Press : TAM media monitoring Report ( Aug 30- Sep20 based on Industry estimate) Outdoor: Industry Estimates Figs: in US$Markets: Six Cities
  73. 73. Maximizing bang for buck BRAND SPICEJET 100 90 80 70 60 Air Deccan 50 SpiceJet Kingfisher 40 30 20 10 0 Delhi Ahmedabad Mumbai Bangalore Pune GoaSource: Indian Readership Survey( IRS)Target Audience: 18-55Y, MalePeriod: One month post launch
  74. 74. SpiceJet BRAND SPICEJET $ 42168 *$ 150888 *$ 141633 *$ 79272 *Above spends for SpiceJetSource:Alexa Website Ratings
  75. 75. How they stack up ? BRAND SPICEJET SpiceJet and Kingfisher Boost Spurt in Dip Ad. Spends Kingfisher half the level of SpiceJet of Kingfisher *$ 95307 *$ 419621 *$ 835316 *$ 541580 *Above spends for KingfisherSource:Alexa Website Ratings
  76. 76. How they stack up ? BRAND SPICEJET SpiceJet and Air Deccan Air Deccan is steady with some skews Boost Dip Dip SpiceJet is half the level of Deccan *$ 62661 *$ 221501 *$ 257386 *$ 148798 *Above spends for DeccanSource:Alexa Website Ratings
  77. 77. Summary BRAND SPICEJETCommunication Task Communication Mix Communication Results•Create quick Mass Advertising Promotions •2,58,000 tickets sold •Newspaper •Mall Promotionawareness for SpiceJet •Magazines •Radio FM Contest in first month •Outdoor •On-Line •Internet•Ensure high traffic Tracking • 5.4 million web hits on Competition In-flight Magazine to Website and Newsletter day one Evaluations Integrated Marketing call centre Communication Research Public Relations •News Coverage•Develop aspirational Direct Marketing Consistent Image • Over4,00,000 pax flown Print, On-Line brand Personality •Corporate Mailers & On-Air since launch •E-Mail Shots • Interviews •SMS Program • Articles Collateral Branding•Get maximum bang Airport Items ,Glow •90%+ consistent Signs, Counters, for buck Mailers ,Schedules load factor We may not know the answers yet, but we can get the questions right

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